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Apple is banning targeting (ITP) and creating a privacy-preserving technology to address the only legitimate interest of the ad-tech complex.
by Despegar 7y ago
Apple is banning targeting (ITP) and creating a privacy-preserving technology to address the only legitimate interest of the ad-tech complex.
- DevKoala 7y agoI am aware of ITP. There is no ad-tech without targeting. There are >50 million ad opportunities out there at any second, you need to target to delivery the message to a proper recipient. Attribution is a bottom of the chain problem, often problematic due to fraud.
- Despegar 7y agoApple should reduce the fidelity of targeting so that an online ad is the equivalent of a billboard ad.
- megous 7y agoSure there is still targeting, just target based on the site/page topic, not based on the supposed user's profile.
- DevKoala 7y agoOf course we do that. But then how do you validate that wasn’t a bot generating a request trying to increase the publishers traffic? Do you trust the publisher blindly? You need some sort of insight into the web request other than a single integer counter claiming an impression occurred in order to validate the individual. Part of targeting is ignoring the fraud.
- megous 7y agoYou simply pay based on actual conversions from the ad. Then, click fraud is made pointless.
- DevKoala 7y agoThat's not how the business model works. You pay for the impressions delivered and the cost of the data used for targeting. If I get no conversions, who pays Slate.com for the million of impressions that nobody clicked on?
- criddell 7y ago> There is no ad-tech without targeting. I don't think people care that Amazon (for example) suggests things to them based on previous purchases because they have a first party relationship with Amazon. Likewise, when I search for "honda" I'm okay with Google showing related ads to the right of my search results. Targeting isn't bad. The concern is when user data is shared with third parties.